Nutella Canada has brought back its summer-long Savour the Beauty of Canada campaign, aiming to connect its iconic spread with Canadian mornings.

Agency partners behind the campaign include Publicis Montréal for creative and strategy; Golin Canada for PR and influencer marketing; and Mindshare, a WPP Media brand, for paid media execution.

Six limited-edition jars have been created that celebrate the splendour of Canadian sunrises through the lenses of local photographers in Toronto, Montreal, Vancouver, Cuckhold’s Cove in Newfoundland, Pyramid Lake, Alberta, and Lunenburg, Nova Scotia.

Each jar highlights a breathtaking Canadian sunrise paired with a regionally inspired breakfast recipe. 

The new jars began rolling out in May, while campaign activity will continue throughout the summer with sponsored broadcast, digital and creator content, as well as city guides and immersive experiences in Toronto and Montreal. 

Building on the Nutella-for-breakfast focus, the brand says this campaign aims to strengthen Nutella’s emotional connection with Canadian families by celebrating food, community and everyday moments worth savouring. 

In partnership with Narcity Media, the brand created Tastemakers’ Local Breakfast Guides – editorial-style online guides that spotlight cafés, bakeries and “sunrise spots” in Toronto and Montreal through the eyes of local chefs and food lovers, encouraging consumers to start their day with Nutella.

Fans and influencers toured those locations with in-person guided “Breakfast in the City” tours that took place in July.

Two sponsored segments on The Morning Show on Global News had chefs giving their take on Nutella’s regional recipes. 

Paid and earned influencer content, including chef-led videos and User-Generated Content (UGC) prompts, are appearing across Instagram and Narcity, with digital passport stamp stickers to encourage fan engagement.

For last year’s Savour the Beauty of Canada campaign, Nutella produced 13 limited-edition jars – one for each province and territory – featuring some of the country’s picturesque but lesser-known locations. The 2023 campaign featured eight collectible jars showcasing iconic landscapes, such as the Cabot Trail in Nova Scotia and Niagara Falls.

Nutella, which is prepared in Canada, is a product of Ferrero Canada.